German premium car manufacturers have been chasing to fill in niches for what seems like decades now. On the one hand, it’s churned out runaway successes like the Mercedes-Benz CLS and the BMW X6, but it’s also seen complete duds such as the Mercedes-Benz R-Class and the Maybach brand of ultra-luxurious limousines. According to Car and Driver, these kinds of experimentations are finally coming to a close.
Both BMW and Mercedes-Benz are looking to cull the amount of out-there models in the future, but the enthusiasts among you will probably be disappointed to learn that it will be the traditional two-door coupés and convertibles that will be dropped from their respective lineups first.
“The chequerboard of bodystyles and segments is rather full, although there are still a few to be finished,” said BMW head of sales and marketing Ian Robertson at the recent Geneva Motor Show. “We’ve got an X2 and an X7 coming, and there are a few others, but I also know – because we’ve taken decisions – that some bodystyles will be removed in the future.”
Robertson added that while the 4 Series (née 3 Series Coupé and Convertible) models have been successful, the company has struggled to find a market for open-top sports cars. “The segment that is not really progressing is the roadster segment,” he said. “It never really recovered after 2008, and it never picked up in Asia. Therefore we’re working with Toyota on a platform to try to gain some economies of scale.”
That partnership with Toyota will lead to a pair of new two-seater sports cars – the next-generation Toyota Supra and a successor to the ageing BMW Z4, tipped to be badged the Z5. However, larger two-door models are set to be the ones on the cusp of being eliminated.
“We’ve done the Gran Coupes – they’ve really worked,” Robertson said. “People like the lower seating position and the sporty dynamics but also the fact there’s a door in the back. It’s fair to say that when we look at the chequerboard, because of the new things we’re putting in, there are some things we can take out.”
Mercedes-Benz E-Klasse Cabriolet; 2017; aragonitsilber und rubellitrot ;
Mercedes-Benz E-Class Cabriolet; 2017; aragonite silver and rubellite red;
Robertson’s counterpart at Mercedes-Benz, brand head Dieter Zetsche, echoed the former’s sentiments. “The specialty cars, these coupes and convertibles, were always niche cars,” he said. “The expansion into China and other emerging markets [has given] huge opportunities for sedans, but they did not take up these specialty cars. Which makes the business case for these vehicles less easy.”
Zetsche said that while the company will retain its two-door models, they won’t be offered “in the variety we are having them right now.” Such a move is to be expected, given that the company not only has the SLC and SL roadsters, but also coupé and cabriolet versions of the C-, E- and S-Class, along with the AMG GT coupé and roadster models at the top of the range.
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Never really had a fair chance in terms of pricing.
Convertibles & two doors always offered less, for more money. Costs more than 4 doors, more noise, less rigidity. And with modern tech, 4 doors frequently keep up with or outperform! Heck, even full-on SUVs like the Cayenne, X5 or the newer Maserati’s beat some 4-doors!
Unless you do great on the pricing, and actually offer excellent handling – that’s why Miata is the legend.
The masses need 2-door premium SUV..
A lot of manufacturers miss the boat on a convertible.
1) Convertibles and coupes sell on looks and style. 4 seats and body based on a sedan doesn’t make for sexy or stylish.
Sometimes I wonder why after all these decades, manufacturers still don’t get this point.
Convertibles and coupes that were bespoke models sell well.
It is a matter of time Dollars & cents will make more sense than models hence MB & BMW will cull some unprofitable models from their stable.
U don’t have to be a rocker scientist to do the needful. It goes to show not all models made by MB & BMW are top sellers. Some are there just to make up the numbers.
Switch the pricing models. 2-doors are supposed to be cheaper to produced and not everyone needs 4 doors but the 4 doors are cheaper thus everyone buys 4 doors. Given a chance to own a Z4 with a price lesser than the 3 series, I will gladly get it for daily drive. Nowadays the trend is to downsize… everything getting smaller… including RM.
The 2 door models would be cheaper if it was made here. The government also taxes more on sports cars so the price we get here is heavily inflated.
Back in the days, 2 door coupes WERE actually cheaper. In the 70s, you can buy a Toyota KE35 “hardtop” for less than the Sedan equivalent.
pls discontinue 2 series mpv
They seem to be doing quite well in Europe so there could be a business case there but here it’s either u go full sedan or a full fledge mpv with power doors. Asians do not like sedan like mpv models where u got to push the second row in front before u can enter the 3rd row and that’s why vellfires n alphards are hot cakes.